本課程目的在於介紹國際行銷管理的基本概念，並透過課堂講授、閱讀期刊文章及個案討論等方式幫助同學在國際行銷策略的分析與執行上有完整的概念。
1.國際行銷環境概況，包括經濟貿易環境、社會文化環境、政治法律環境。
2.國際行銷策略分析，包括國際市場研究、國際市場區隔、國際目標市場選擇與定位、國際市場進入策略。
3.國際行銷組合執行，包括國際品牌、定價、通路與溝通策略。
The purpose of this course is to introduce the basic concepts of international marketing management and help students gain a complete understanding of the analysis and implementation of international marketing strategies through classroom lectures, reading journal articles and case discussions.
1. Overview of the international marketing environment, including economic and trade environment, social and cultural environment, and political and legal environment.
2. International marketing strategy analysis, including international market research, international market segmentation, international target market selection and positioning, and international market entry strategies.
3. International marketing mix execution, including international brand, pricing, channel and communication strategies.
全球行銷管理係指協調與整合跨越多重國家市場的行銷活動。全球行銷管理包括海外市場進入，海外市場的當地行銷管理，與全球行銷管理等三項任務。
Global marketing management refers to the coordination and integration of marketing activities across multiple country markets. Global marketing management includes three tasks: overseas market entry, local marketing management in overseas markets, and global marketing management.
1. Green, M. C. and W. J. Keegan, Global Marketing (10th ed), Pearson (雙葉代理).
2.期刊文章
3.個案文章
1. Green, M. C. and W. J. Keegan, Global Marketing (10th ed), Pearson (Double Leaf Agency).
2.Journal articles
3. Case articles
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期末考期末考 final exam |
30 | |
| 期刊文章、個案報告期刊文章、個案報告 Journal articles, case reports |
30 | |
| 期末報告期末報告 Final report |
30 | |
| 課堂參與、出席課堂參與、出席 class participation, attendance |
10 |
